Content production related to alcoholic beverages in Brazil must follow a set of rules: ensure that only people older than 18 years of age will get access to the content; do not encourage the excessive consumption of alcohol; do not associate drinking and driving; do not make use of women as sexual objects; do not make use of icons (animals, cartoon characters) which may get the attention from children.

The action aimed at explaining the main feature of Kaiser Keg: drawing beer as if it was drawn from a font. Kaiser Keg uses HEINEKEN’s exclusive pressure system, which, by means of an internal CO2 cartridge, gets the beer out under pressure, making the liquid feel smooth, as if it had been served from a draft beer font. Other kegs function only by gravity, pouring beer through a faucet. For that reason, in our campaign, we call them 'little taps'. We needed a campaign that brought more than awareness to that specific feature. A campaign that proved that pressure makes all difference; that made people talk about it. And that’s how 'Cut it out' was born. While a bulk display media campaign brought awareness to the product’s feature, in 'Cut it out' we multiplied Kaiser Keg’s pressure 1500 times to show how much difference the pressure makes. 'Is there anything threatening to 'tap out' your summer? Cut it out! The same pressure that draws your beer like draft beer makes your summer that much more fun', announced Marcelo Tas, Kaiser’s poster boy and host of the promotion. Through the website and social networks, we suggested consumers to 'cut out' everything that threatened the fun of their summer. We produced personalized videos with the best suggestions from users. In the videos, a completely adapted hydraulic pressure machine (that cuts everything just using liquid pressure) - and named 'Cut it out' - was responsible for the cutting of 'little-tap' objects and transforming them into 'pressure' objects or experiences. This way, we managed to show, literally, that pressure makes all difference.

The videos of the actionwere promoted throughthe brand’s social network profile (Facebook and Twitter), through media on these social networks, besides media display atrelevant Internet portals and the content network from bloggers. Moreover, Marcelo Tas, renowned TV host, who is the poster boy for the campaign, also divulged the videos through posts in hisown Facebook and Twitter profiles.

During one month of campaign, we achieved more than 53 million impacts on the online media. On social networks, the action reached more than 13 million people in Facebook and 4.3 million people on Twitter. Kaiser’s fan page reach had a 50% increase and the PTAT – people talking about this – reached 19%. In Twitter, the increase was 95% in the profile followers. The #CortaEssa (#Cutitout)hash tag impacted 7.9 million people and the #Pressão(#Pressure) hash tag reached 1.5 million people.